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Product Marketing Manager Certification Exam – (AIPMM PMM Certification Exam)
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Product Marketing Manager Certification Exam – (AIPMM PMM Certification Exam)
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Product Marketing Manager CertificationExam – (AIPMM PMM Certification Exam)
Stages of product life - -Conceive
Plan
Develop
Qualify
Launch
Deliver Retire
-Stages of the product development process prior to a product being
availalable to customers: - -Conceive
Plan
Develop
Qualify
-Ansoff Expansion Grid - -Market penetration - sell existing products in
existing market
Product development - sell new products in existing market
Market development - sell existing product in new market
Diversification - sell new products in new market
-Stages of Product Life Cycle - -Intro
Growth
Maturity
Decline
-Key items for a product launch - -Product is ready
Company is ready
Sales and Marketing are ready
-Key activities of Deliver stage: - -Monitor sales, service, development and
production
Evaluate results and imp change as needed
Decide when to retire/start retirement planning
-Special Life Cycles - -Styles: Distinct mode of expression (popularity varies)
Fashion: Current popular style (cyclical by generation)
Fads: Gain rapid acceptance, decline quickly (limited market, don't address
basic needs)
-Product Types - -Consumer - for personal consumption
Convenience - purchased frequently, used immediately
, Shopping - bought less frequently, comparison shop, higher price, fewer
places to buy
Specialty - special purchase effort, unique characteristics
Unsought - new innovations or unsought (casket)
Industrial - for further processing or business use
-Product mix: width/breadth - -The number of product categories an
organization offers
BMW: cars, motorcycles, rolls royce
-Product mix: Depth - -The number of product lines in each category
BMW: 1 series, 3 series, etc
-Product mix: Length - -The number of products in each category
BMW: coupe, sedan, convertible
-Product mix: Consistency - -How closely related product lines are
-Product line - -A group of closely related product items
-Product line stretch - -Expands product line (1, 3, 5 series)
-Product line fill - -Adds variety to product line (coupe, sedan, convertible)
-Product line extension - -Use an established product brand name for new
item in product category
(Hidden Valley Ranch single serve)
-Definition of Brand - -A name, term, sign, symbol, or design, or a
combination of them intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of the
competition. Promise of benefits.
-Advantage of branding to buyers - -Product identification
Product quality
-Advantage of branding to sellers - -Quality story
Legal protection
Segments markets
-Brand line extension - -Using an established product's brand name to
launch a new, slightly different item in the same product category.
(Coke, Diet Coke, Coke Zero)
-Brand extension - -Extending an existing brand name to new product
categories
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